Today’s consumer has higher standards for their experience than ever before—they want brands to anticipate their needs and deliver a tailored interaction. In a recent survey by Evergage and Researchscape, 85% of marketers reported that their customers have come to expect experiences that are personalized to them.
Brands are meeting the demand for personalization by shifting their priorities and budgets toward people-based marketing. Think of the way a barista remembers a frequent customer’s coffee order and prepares it exactly to their specifications at each visit. Now, imagine that same level of personalization applied at scale—where a brand can use insights from every consumer interaction to deliver relevant, helpful, and personalized experiences in real time, whether online, in person, or over the phone. That is people-based marketing.